4 Reasons Why Your Site Needs A Landing Page

Conversions? Amplified leads? Targeted promotions? Say hello to landing pages, and turn visitors into leads. According to HubSpot, a staggering 80% of all online traffic is directed to the top 10% of landing pages.

A landing page is simply the web page a visitor lands on after clicking a link. The main role of a landing page is to serve as an entry point for a website or a particular webpage. The main function of a landing page is to acquire new sales leads.

Landing pages are an integral part to any successful lead nurturing or lead generation campaign. Though these special web pages can be employed for multiple purposes, they will typically host either an opt-in form or an offer.

Most landing pages will feature a bold call-to-action, such as ‘Sign Up’, ‘Start Now’, ‘Subscribe’ via email, a social network or blog.

Unlike traditional web pages, landing pages can provide an immediate solution to a particular problem. This is because landing pages are fixed forms, which assure visitors an immediate response. This response is designed to disperse the product or service your brand offers.

Here, we reveal 4 reasons why every website needs landing pages.

1. Conversions

For every landing page you create, you bring visitors one step closer to being customers. Landing pages are an essential part of any customer experience, whereby content can automatically change to suit each unique viewer through A/B testing.

You’ve already attracted visitors to your website, and now it’s time to see who’s actually interested. Knowing your audience is the key to converting new visitors into returning customers.

Landing pages enable you to collect vital information about your audience. As discussed in our previous post How To Measure The Effectiveness Of Your Content Marketing Strategy, understanding behaviour flow can determine whether or not your product is appealing. This knowledge will also pave the way for greater, optimised and well-suited content.

Whether or not visitors find your page through an organic search or a paid search, tailored and optimised landing pages assure high-quality conversions. Depending on the type of product or service your website is offering, conversions can be measured differently. Typically, the conversion rate equates to how many potential visitors have completed the desired action.

Remember, quantity does matter here. Websites with 40 plus landing pages reportedly attain 12 times the amount of leads than a website with less than 1-5 pages. The key metrics used to measure landing page conversions are bounce, exit, click-through and segversion rates.

2. Targeted Promotions

The best landing pages are precisely targeted. Pop-ups, free shipping offers, promo codes and special discounts for certain geo locations are a few examples of targeted promotions used to direct visitors to targeted landing pages.

Landing pages, otherwise referred to as ‘targeted promotions’, enable you to target specific clientele through optimisation. Run promotions on specific landing pages and increase sales figures, gather important data and expose your brand to the right audience.

Leading by example, luxury and lifestyle travel magazine Condé Nast Traveller, provide online visitors one of two subscription offers: ‘print + digital’ or ‘digital-only’. This established brand attracts avid readers, travellers and luxe dwellers alike.

As these visitors enjoy browsing the website, they’re then offered a special relationship with the brand – a subscription.

3. Brand Credibility

What can you do for your customers? Instilling confidence in your audience is imperative for capturing potential sales leads.

As the previous example shows, subscriptions enable an ongoing relationship. Embedded certification logos, terms and conditions and privacy policies can make all the difference between being trusted and being not.

By simply including ratings and testimonials on a landing page, you build confidence. Through customer enquiry forms, you allow visitors to openly communicate. With newsletters, you’ve just turned a new visitor into a customer.

These examples are just a few of many ways in which you can build a relationship with visitors. It’s important to reiterate that your company cares about its customers, and landing pages employ an exceptional manner to land that trust.

4. Improved Paid Search Campaigns

Whether you’re counting down the days until a new range is released or advertising ‘for a limited time only’, landing pages motivate interested visitors to take action. Any successful paid search campaign or Search Engine Marketing (SEM) strategy, will acquire high click-through rates. This is where landing pages prove a phenomenal tool for SEM.

Landing pages are renowned for their potential to drive paid traffic for higher conversions. Amplify your email list, grow subscriptions and attract new leads through direct traffic.

HubSpot reports a 55% increase in sales leads when a company ups their number of landing pages to 10 to 15. The top percentile of digital marketers utilise landing pages to communicate several different purposes.

Safe landing! Boost your brand’s engagement even further with these 5 Digital Video Trends, or catch our latest instalment The Ultimate Guide To Instagram For Businesses: Part #3 and may your business keep growing.